Exploration of Consumers’ Behaviours Connected with Product Reuse

Purpose: Purpose of this paper is to explore consumers’ behavior connected with product reuse, particularly to assess what product categories are reused more frequently and why. Also paper deals with consumer motivations, knowledge and inspirations to reuse. Product reuse is operationally defined for this paper as usage of particular product in a new context, way of use ect. – not as usage for the same purpose by new owner. Design/methodology/approach: Authors are using virtual ethnography as main data collection technique, supplemented by secondary data sources. Observation will use selected social media portals, including status and fanpages on Facebook (likes, comments and sharing), as well as Pinterest and Pinspire (pin and follow activities). Findings: Main drivers to product reuse are not connected with simple ecological motives – those are important to some users, but only as additional motivations. Observation leads to conclusion, that most often reasons to engage in product reuse are connected with the needs to express yourself and show own creativity and individualism, mainly by DIY (Do It Yourself) activities leading to product reuse. Another reasons to engage is seeking savings (not always monetary). Research is suggesting also that people need inspiration, some things that trigger such behavior, they often need to see possibilities before they can change their attitudes toward product reuse. Research limitations/implications: Main study limitation is qualitative approach to analysis. Subjective selection of places and subjects for observation may be perceived as another shortcoming. Careful data analysis should overcome those shortcomings. Practical implications: Findings from the analysis will be useful for marketing practitioners to create marketing activities promoting ecological behavior. Originality/value: Taken approach originally uses virtual ethnography to study conscious and unconscious motives for product reuse. This leads to revealing alternative ways of indirect shaping consumers’ attitudes toward ecological consumption.